Cannes Lions 2009 - Серебряные призеры в номинации Direct Lions
THE NAVIGATIONLETTER
Type of Entry:
Use of Media
Category:
Flat Mailing
Title:
THE NAVIGATIONLETTER
Advertiser/Client:
VOLKSWAGEN
Product/Service:
NAVIGATION SYSTEMS
Entrant Company:
DDB GERMANY BERLIN, GERMANY
DM/Advertising Agency:
DDB GERMANY BERLIN, GERMANY
Creative Credits
Name
Company
Position
Amir Kassaei
DDB Germany/Berlin
Chief Creative Officer
Stefan Schulte
DDB Germany/Berlin
Executive Creative Director
Bert Peulecke
DDB Germany/Berlin
Executive Creative Director
Birgit Van Den Valentyn
DDB Germany/Berlin
Creative Director
Tim Stuebane
DDB Germany/Berlin
Creative Director
Wulf Rechtacek
DDB Germany/Berlin
Art Director
Anke Roell
DDB Germany/Berlin
Copywriter
Silke Lagodny
DDB Germany/Berlin
Account Manager
Describe the brief from the client:
Show in a smart way the reliability of Volkswagen Navigation Systems to all Volkswagen drivers still driving without Navigation System.
Creative Execution:
On each envelope we printed the exact route from sender (Volkswagen) to recipient (Volkswagen client). With this visualization we proofed that you always get to your destination with Volkswagen Navigation System. Every route was calculated by a special software based on Google Maps which we installed at the Volkswagen Dialog Center.
Describe the creative solution to the brief/objective.
Every day hundreds of Volkswagen mailings are sent out to the clients в?" and reach their destination. Just as car drivers who certainly reach their destination thanks to Volkswagen Navigation Systems. We decided to turn each mailing envelope into a unique, personalized advertising space for free. It became a simple and clever method to show the reliability of Volkswagen Navigation Systems.
Describe the results in as much detail as possible.
During the promotion period 27,350 envelopes with personalized routes reached their destinations. The imprinted website www.volkswagen.de/navigation invited the recipients for getting more information. The click rate increased by 12%. Volkswagen Service sold 4.2% more Navigation Systems in the following months.
FOLDER MAILING
Type of Entry:
Use of Media
Category:
Direct Response Digital: email marketing
Title:
FOLDER MAILING
Advertiser/Client:
MERCEDES-BENZ DEUTSCHLAND
Product/Service:
MERCEDES-BENZ SPRINTER
Entrant Company:
LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
DM/Advertising Agency:
LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Creative Credits
Name
Company
Position
Arno Lindemann
Lukas Lindemann Rosinski
Chief Creative Officer
Bernhard Lukas
Lukas Lindemann Rosinski
Chief Creative Officer
Tom Hauser
Lukas Lindemann Rosinski
Creative Director
Markus Kremer
Lukas Lindemann Rosinski
Art Director
Thomas Heyen
Lukas Lindemann Rosinski
Copywriter
Christian Bienefeld
Lukas Lindemann Rosinski
Designer
Moritz Schmidt
Lukas Lindemann Rosinski
Designer
Georg Baur
Lukas Lindemann Rosinski
Designer
Konstanze Kievenheim
Lukas Lindemann Rosinski
Advertiser's Supervisor
Dennis Hintz
Editor
Nbh Gmbh Hamburg
Post Production
Fabian Ruetschi
Lukas Lindemann Rosinski
Junior Copywriter
Describe the brief from the client:
The goal was to develop a tool to arouse the interest of existing customers in the new Mercedes Benz Sprinter Transporter and to encourage them to take a test drive. The strategy was to provide every Mercedes-Benz dealer with a tool, with which he could e-mail to his clientele in a completely new way. Thereby, small business owners, that already had an old Sprinter, were encouraged to experience the features of the new Sprinter and, eventually, buy one.
Creative Execution:
The comparison between a Sprinter and a computer folder is immediately evident for every small business owner, since he works with both on a daily basis. But also Mercedes-Benz could benefit from this completely new way of communication and strengthen its position as a technologically innovative brand.
Describe the creative solution to the brief/objective.
The idea was to parallel the similarities of the Sprinter transporter and a computer folder. Why? Because both can contain more than one would imagine. Therefore, we created a special "Sprinter Folder", loaded with multiple subfolders, whose titles and icons made up a story about the Sprinter. We communicated this to where small business owners spend a lot of their daily time: in the Windows-Explorer of their computer. So, the desired, average response quota was met and exceeded.
Describe the results in as much detail as possible.
Another strength of the idea was the cost-response-ratio. Using a computer folder as a vehicle does not cost a thing and "drivesв?? through the Internet to his recipients for free. We reached a response quota of 18%. Additionally, 50% of the people who responded to their dealer's mail did a test drive in the new Sprinter, which was the goal of the campaign: to make the new Sprinter an experience.
VILLAGE WHERE NOTHING EVER HAPPENS
Type of Entry:
Use of Media
Category:
Direct Response Digital: e-commerce, online advertising & brand awareness
Title:
VILLAGE WHERE NOTHING EVER HAPPENS
Advertiser/Client:
CONECT
Product/Service:
SPECIALISED COUNCIL OF PAY TV THEMATIC CHANNELS
Entrant Company:
SHACKLETON Madrid, SPAIN
DM/Advertising Agency:
SHACKLETON Madrid, SPAIN
Creative Credits
Name
Company
Position
Juan Nonzioli
Shackleton
General Creative Director/Copywriter
Juan Silva
Shackleton
Executive Creative Director/Copywriter
Carlos Janini
Shackleton
Copywriter
Carlos Alvarez
Shackleton
Art Director
Manuela Zamora
Shackleton
Audiovisual Production Manager
Cristina Cortizas
Shackleton
Producer
Luz GonzГЎlez/Lucia Angulo
Shackleton
Account Manager
Eva GalГЎn
Shackleton
Account Supervisor
Elvis Santos
Shackleton
PR Account Manager
Lara Garcia
Shackleton
PR Copywriter
Enric Nel-Lo
Shackleton
Interactive Executive Creative Director
Xavi De La Cruz
Shackleton
Digital Copywriter
Jaume Leis
Shackleton
Digital Art Director
Carlos Wassmann
Shackleton
Digital Production Manager
Daniel Rocasalbas/Carlos Jimenez
Shackleton
Digital Programming
Joaquin Garcia Morato
Shackleton
Digital Account Manager
Marta Selles
Shackleton
Account Executive
Pablo GonzГЎlez De La PeГ+a
Shackleton
Art Director
Irene Vidal
Shackleton
Digital Copywriter
Jordi RamГ?n
Shackleton
Digital Art Director
Describe the brief from the client:
Pay TV Thematic channels have spent 20 years running advertising campaigns talking about its advertising efficiency. On 2008, they were looking for a different reaction. It was time to stop talking about efficiency and we decided to demonstrate it unequivocally through a real exercise involving four steps:
1) Choose an unknown and never-advertised-on-TV product.
2) Launch an advertising campaign only on Pay TV, with a clear call to action to the product and its website.
3) Measure variables (knowledge, awareness, traffic, sales) before, during and after.
4) Accredit Pay TV for the experimentв?Ts efficiency and announce it to the market.
Creative Execution:
The chosen product was Miravete de la Sierra: A tiny village with amiable people, on Sierra de Lastra, Maestrazgo County, Province of Teruel. Its 12 inhabitants became the stars in a real tourism campaign as if it were a large, important city.
Few weeks later, Miravete became a media and tourist phenomenon, attracting plenty of tourists and journalists.
The web and its features captured thousands of users. The number of visits helped demonstrate the campaign's impact. Subsequently, the в??Miravete Case Studyв?? was elaborated and detailed results were presented to media and advertisers to communicate the efficiency of Pay TV.
Describe the creative solution to the brief/objective.
We headed for a challenge: Create a different, unexpected tourism campaign.
Amidst tourism campaigns that bear a huge offer of activities, we chose to invite people to do nothing:
HERE NOTHING EVER HAPPENS
HOW LONG HAS IT BEEN SINCE NOTHING HAPPENS TO YOU?
Come to MIRAVETE
www.thevillagewherenothingeverhappens.com
Four TV Spots starred by its 12 inhabitants invited the viewers to the village and its website, which included:
a. 3D virtual tour
b. Reservation office
c. Donations: Buying tiles to restore the Church
d. Merchandising: Doll replicas of the inhabitants, ringtones, screensavers.
e. Advergaming of the villageв?Ts most common activity: Goat milking.
Describe the results in as much detail as possible.
- Amidst the crisis, the thematic channels increased their advertising market share a 5.05% (value) and maintained its volume (seconds) against a decline of a 7,5% of general TV Stations. (Infoadex/Sofres);
- 517,000 web visits;
- Estimated Publicity: 574.540в'¬;
- Awareness: 498% increase, before 390.840, after 1.568.700 (IMOP);
- Recall: 56% (CIMEC);
- 10 times more visits than turismosevilla.org, Bilbao.net (Nielsen Netratings);
- 650 links and references (YouTube, Facebook) (Infometrics);
- The two village bed and breakfast booked solid for four months.
PEACE MIRROR
Type of Entry:
Use of Media
Category:
Direct Response Digital: Original use of digital
Title:
PEACE MIRROR
Advertiser/Client:
SHISEIDO SKINCARE
Product/Service:
D-PROGRAM SKINCARE
Entrant Company:
HAKUHODO KETTLE Tokyo, JAPAN
DM/Advertising Agency:
HAKUHODO Tokyo, JAPAN
2nd DM/Advertising Agency:
HAKUHODO KETTLE Tokyo, JAPAN
Creative Credits
Name
Company
Position
Kentaro Kimura
Hakuhodo Kettle
Creative Director
Ken Funaki
Hakuhodo Kettle
Creative Planner
Toshi Morikawa
Hakuhodo Kettle
Producer
Kazuaki Hashida
Hakuhodo Kettle
Planner
Sayaka Sakata
Hakuhodo Kettle
Planner
Izumi Matsumoto
Shiseido
Creative Director
Masato Kosukegawa
Shiseido
CM Planner
Motonari Kobayashi
Shiseido
Art Director
Shoko Tanaka
Shiseido
Copywriter
Masayuki Miyazawa
Shiseido
Producer
Shou Akiyama
Light Publicity
Copywriter
Tetsuro Hayakawa
Crusoe
Digital Planner
Daisuke Watanabe
Crusoe
Digital Planner
Ayabe Jinnouchi
Crusoe
Digital Planner
Hirotoshi Tamura
Hakuhodo
Account Director
Noriyuki Kato
Hakuhodo
Account Executive
Jumpei Amemiya
Tow
Producer
Yoko Saiyama
Tow
Producer
Nobutoshi Kawashima
Tow
Producer
Satomi Nagasawa
Hakuhodo
Account Executive
Describe the brief from the client:
Women developing sensitive skin are on the rise in Japan because of stress, irregular living and working hours. Unfortunately, promises for better skin results and new product features are no longer trusted by them. We found that what they really need is stability of their skin. How can we once again attract these target women for a re-launch campaign of Shiseido в??d-programв??, the skincare brand for delicate skin?
Creative Execution:
The best moment for a woman to think about her skin is when she is in front of the mirror, reflecting herself and watching how peaceful and stable her skin is. In fact, the most important thing for better skin is to watch, know and talk more about her skin in front of the mirror. We offered her an opportunity to have conversation with herself about her в??Peace for Skinв?? and this opportunity to receive recommendation from herself, not by others.
Describe the creative solution to the brief/objective.
We developed an unprecedented direct marketing innovation - в??Peace Mirrorв??.
We put them at sampling booths in several major train stations. By simply uploading the woman's photo, a 3D version of her face will move, talk and blink in the mirror and by answering 6 questions asked by herself, she can find out what her skin type is and receive the right product sample based on the result.
Then, on her mobile phone, a 3D version of her face will recommend her to try в??d-programв??, and on the website a beauty expert will give her daily advice through the mirror according to her skin diary.
Describe the results in as much detail as possible.
The response of the в??Peace Mirrorв?? at the stations and on mobile phones has led to the increase of visitors to the website. We've acquired more than 800,000 PV in just 1 month. As a consequence, this campaign resulted in a sales increase of 29% from the previous year.
TED696 PROJECT
Type of Entry:
Use of Media
Category:
Ambient Media
Title:
TED696 PROJECT
Advertiser/Client:
LION NATHAN AUSTRALIA
Product/Service:
TOOHEYS EXTRA DRY 696ML
Entrant Company:
BMF Sydney, AUSTRALIA
DM/Advertising Agency:
BMF Sydney, AUSTRALIA
Creative Credits
Name
Company
Position
Warren Brown
BMF
Executive Creative Director
Simon Langley
BMF
Creative Director
Chris James
BMF
Creative Director/Interactive
Shane Bradnick
BMF
Art Director
Michael Canning
Copywriter
Johnny Brian
BMF
Interactive Art Director
Sora Nobari
BMF
Digital Producer
Ed Stuckey
BMF
Flash Developer
Sarah Thompson
BMF
Art Buyer
Clinton Bell
BMF
Print Production
Shepard Fairey/Studio Number One
Artist
Dmote
Artist
Luca Ionescu
Artist
Nick Garret
BMF
Group Account Director
Fleur Kennedy/Michelle Bradfield
Account Service
Simon McCrudden
BMF
Strategic Planner
David Cook
Optimedia
Communication Strategist
Describe the brief from the client:
Many Australian beer brands also offer their product in a larger-size в??longneckв?? bottle. To grow their market and give their current customers this option, Tooheys Extra Dry (TED) wanted to launch their own longneck beer bottle в?" the TED 696ml.
Our aim was to:
1) Launch the product (TED 696ml bottle).
2) Reach influencers - it's important for Tooheys Extra Dry (TED) to continue to be a creative, edgy brand.
3) Create interaction - we wanted to get people deeply involved with the brand, creating an ongoing dialogue.
Creative Execution:
Ironically, the brown paper bag that all longneck bottles are sold in covers the branding of the product inside, yet it has never before been used as an advertising medium.
Describe the creative solution to the brief/objective.
In Australia, longneck beer bottles are always sold in brown paper bags. Therefore if we could own this bag, we would own the category.
So we launched the TED696 Project в?" a collaboration between TED and some of the world's best street artists to design a brown bag using the theme of в??696в?T. We then opened the competition to the wider public.
Describe the results in as much detail as possible.
In the first eight weeks, over 500,000 longneck bottles of TED were sold representing $9 in sales for every $1 invested.
The website received unique visits from 104 different countries, with each person spending an average of 9.5 minutes at the site.
During the 5-week competition period, we received a cutting edge design every 84 minutes.
MTV held a gala exhibition evening to announce the winning design. The exhibition is now touring nationally.
The bag design competition was so successful that it is now an ongoing project, with submissions being printed and distributed throughout liquor stores around the entire country.
STORE+ THE STORE THAT SELLS HOPE
Type of Entry:
Strategy
Category:
Product Launches
Title:
STORE+ THE STORE THAT SELLS HOPE
Advertiser/Client:
PORTUGUESE RED CROSS
Product/Service:
RED CROSS DONATIONS
Entrant Company:
LEO BURNETT LISBOA, PORTUGAL
DM/Advertising Agency:
LEO BURNETT LISBOA, PORTUGAL
2nd DM/Advertising Agency:
ARC WORLDWIDE LISBOA Lisbon, PORTUGAL
Creative Credits
Name
Company
Position
Chacho Puebla
Leo Burnett Lisboa
Creative Director
Erick Rosa
Leo Burnett Lisboa
Copywriter/Creative Director
Renato Lopes
Leo Burnett Lisboa
Art Director/Creative Director
Daniel Palma
Arc WW Lisboa
Designer
Cristina Almeida
Leo Burnett Lisboa
Production Director
AntГ?nio Junior
Leo Burnett Lisboa
Graphic Producer
AntГ?nio Franca
Leo Burnett Lisboa
Graphic Producer
Federico Bosch
Arc WW Lisboa
Digital Producer
InГЄs Almeida
Leo Burnett Lisboa
Account Director
Renata Ferreira
Leo Burnett Lisboa
Account
Marta GuimarГ?es
Leo Burnett Lisboa
Account Director
Tura
Leo Burnett Lisboa
Creative
Monica Rocha
Arc WW Lisboa
Digital Producer
Hugo Lage
Leo Burnett Lisboa
AV Producer
Describe the brief from the client:
The objective of the direct campaign was to create a demand for a product that could not be touched, seen, heard or worn, but felt. Hope. And by doing so, raise money for the Red Cross. Direct marketing was extensively used to generate interest. First with brochures of the project for potential partners. Then with formal invitations to opinion makers, news outlets and celebrities handpicked to endorse it. That combined with the Internet to reach the general public, led to desired curiosity and number of customers at the opening and after.
Creative Execution:
The creative execution achieved just the right tone as it reached different targets and was able to create the demand for Hope and sustain the public and media interest on the Store. A Store that was both a commercial place but with an emotional side to it gave us the opportunity to reach out to people like no retail store had ever done before. The originality of Hope as a product and a Store that sold it in various sizes and kinds let us create several types of direct marketing elements. All of them with Hope in mind.
Describe the creative solution to the brief/objective.
We had to be sure people understood it wasnв?Tt just any other store. But one that sold Hope. And had to be clear it would be in a mall and have every characteristic of an actual retail store. At the same time, people had to make the connection between the Store and the Red Cross. The solution was to convey as close as possible the Christmas shopping experience with a direct marketing that created curiosity and awareness at the same time. The response was huge with hundreds attending the opening, several companies joining the project and a constant flow of customers.
Describe the results in as much detail as possible.
From the three hundred formal invitations sent out to the opening, close to 90% confirmed their presence. All three major networks, the magazines with greater circulation and all radio stations that were targeted were present. The flow of public driven by the site, web features and regular mail, kept the Store with a constant flow of customers. The Store also led to partnerships with corporations that was only possible due to the initial direct effort to present the Store in detail. The investment was recouped and helped spread the word about the Store that sold Hope. Lots of it.
THE GOMERAN WHISTLE
Type of Entry:
Strategy
Category:
Traffic Building
Title:
THE GOMERAN WHISTLE
Advertiser/Client:
WWW.BUSUU.COM
Product/Service:
LANGUAGE LEARNING WEB
Entrant Company:
LA DESPENSA Madrid, SPAIN
DM/Advertising Agency:
LA DESPENSA Madrid, SPAIN
Creative Credits
Name
Company
Position
Miguel Olivares
La Despensa
General Creative Director
Javier Carrasco
La Despensa
General Creative Director
Pablo GutiГcrrez
La Despensa
Creative Director
Christian LГ?pez
La Despensa
Art Director
Pablo GutiГcrrez
La Despensa
Copy
Santi LardГ-n
La Despensa
Director
Describe the brief from the client:
Busuu.com is a very useful website where you can learn any language online. However, the website was not very well known and did not receive many visits. The objective was to make the site known.
Creative Execution:
We created a targeted way to reach the target audience: A cultural documentary focused on a very fun language where words are whistled instead of spoken. Busuu.com noticed this unknown language, getting the objective of making the web busuu.com famous.
Describe the creative solution to the brief/objective.
We decided to use a different format: A cultural documentary. As one can learn any language on the website, the documentary focused on a rather uncommon language, one that is only spoken in a remote island in the Canary Islands, where words are whistled instead of spoken: The Gomeran Whistle. We then designed a viral strategy to drive our audience towards the site and be out in the media, claiming a place for this language in UNESCOв?Ts list of Cultural Heritage.
Describe the results in as much detail as possible.
- Visitors of the web increased 1500% in one week;
- The documentary got 60,000 YouTube views;
- With a budget of 20.000в'¬, we got the web noticed in all the media in prime time (at news);
- The web is very useful to learn languages. We only needed that people know it. With this campaign, we got that people visited the website. They actually learn languages on web.
STORE+ THE STORE THAT SELLS HOPE
Type of Entry:
Product & Service
Category:
Charities, Public Health & Safety & Public Awareness Messages
Title:
STORE+ THE STORE THAT SELLS HOPE
Advertiser/Client:
PORTUGUESE RED CROSS
Product/Service:
RED CROSS DONATIONS
Entrant Company:
LEO BURNETT LISBOA, PORTUGAL
DM/Advertising Agency:
LEO BURNETT LISBOA, PORTUGAL
Creative Credits
Name
Company
Position
Chacho Puebla
Leo Burnett Lisboa
Creative Director
Erick Rosa
Leo Burnett Lisboa
Copywriter
Renato Lopes
Leo Burnett Lisboa
Art Director
Daniel Palma
Arc WW Lisboa
Designer
Cristina Almeida
Leo Burnett Lisboa
Production Director
AntГ?nio Junior
Leo Burnett Lisboa
Graphic Producer
AntГ?nio Franca
Leo Burnett Lisboa
Graphic Producer
Federico Bosch
Arc WW Lisboa
Digital Producer
InГЄs Almeida
Leo Burnett Lisboa
Account Director
Renata Ferreira
Leo Burnett Lisboa
Account
Marta GuimarГ?es
Leo Burnett Lisboa
Account Director
Tura
Leo Burnett Lisboa
Creative Advisor
Monica Rocha
Arc WW Lisboa
Digital Producer
Hugo Lage
Leo Burnett Lisboa
AV Producer
Describe the brief from the client:
The objective of the direct campaign was to create a demand for a product that could not be touched, seen, heard or worn, but felt. Hope. And by doing so, raise money for the Red Cross. Direct marketing was extensively used to generate interest. First with brochures of the project for potential partners. Then with formal invitations to opinion makers, news outlets and celebrities handpicked to endorse it. That combined with the Internet to reach the general public, led to desired curiosity and number of customers at the opening and after.
Creative Execution:
The creative execution achieved just the right tone as it reached different targets and was able to create the demand for Hope and sustain the public and media interest on the Store. A Store that was both a commercial place but with an emotional side to it gave us the opportunity to reach out to people like no retail store had ever done before. The originality of Hope as a product and a Store that sold it in various sizes and kinds let us create several types of direct marketing elements. All of them with Hope in mind.
Describe the creative solution to the brief/objective.
We had to be sure people understood it wasnв?Tt just any other store. But one that sold Hope. And had to be clear it would be in a mall and have every characteristic of an actual retail store. At the same time, people had to make the connection between the Store and the Red Cross. The solution was to convey as close as possible the Christmas shopping experience with a direct marketing that created curiosity and awareness at the same time. The response was huge with hundreds attending the opening, several companies joining the project and a constant flow of customers.
Describe the results in as much detail as possible.
From the three hundred formal invitations sent out to the opening, close to 90% confirmed their presence. All three major networks, the magazines with greater circulation and all radio stations that were targeted were present. The flow of public driven by the site, web features and regular mail, kept the Store with a constant flow of customers. The Store also led to partnerships with corporations that was only possible due to the initial direct effort to present the Store in detail. The investment was recouped and helped spread the word about the Store that sold Hope. Lots of it.
Wake up humans!
10 December 1948: 48 nations signed the Universal Declaration of Human Rights to protect the dignity and freedom of human beings.
60 years later: Human rights are still flouted just about everywhere. No country in the world can stand up and honestly claim to respect the declaration entirely.
To awake the defender of human rights that is asleep in each and every one of us, Amnesty International Belgium created a series of experiments via hidden camera, internet, posters, direct mail and mobile phone.
Creative Execution:
The campaignв?Ts strength lies in its credibility.
The idea was to get the message across to Belgians in their everyday lives, which we tried to do by making everything look 100% authentic. The direct mail looked like an official letter, the SMSв?Ts and emails people received looked like official warnings. In other words, people didnв?Tt think that what they were reading was advertising, but real.
This way, we reminded them that human rights should never be taken for Granted.
Describe the creative solution to the brief/objective.
TV: Hidden cameras are shown on video sharing websites and on television to wake up other people's consciences with the slogan: "Human rights still need you to defend them. Wake up humans!"
INTERNET: Access to the amnesty.be site is blocked and censored for subversive content likely to harm the public interest.
www.lesoir.be <http://www.lesoir.be>, a leading site for information in Belgium, is also blocked and censored.
SMS's, E-MAILS, POSTERS and DIRECT MAIL are also used to inform ordinary people, journalists and public opinion leaders that one or several of their rights have been or could be taken away from them.
Describe the results in as much detail as possible.
In total, the в??Wake up Humans!в?? campaign succeeded in waking up several thousand consciences, proving that Belgians are courageous people who are ready to get involved в?" not only by donating money, signing petitions and becoming members, but also by standing up and giving their most precious gift: The capacity to fight for the defence of human rights.
YELLOW TREEHOUSE
Type of Entry:
Integrated Campaigns
Category:
Best Integrated Campaign Led by Direct Marketing
Title:
YELLOW TREEHOUSE
Advertiser/Client:
YELLOW PAGES
Product/Service:
YELLOW PAGES
Entrant Company:
AIM PROXIMITY Auckland, NEW ZEALAND
DM/Advertising Agency:
AIM PROXIMITY Auckland, NEW ZEALAND
2nd DM/Advertising Agency:
COLENSO BBDO Auckland, NEW ZEALAND
Creative Credits
Name
Company
Position
Nick Worthington
Colenso BBDO
Executive Creative Director
Steve Cochran
Colenso BBDO
Creative Director
Dave King
AIM Proximity
Creative Director
Tony Clewett
AIM Proximity
Deputy Creative Director
Aaron Goldring
AIM Proximity
Head Of Interactive Art
Maria Lishman
Colenso BBDO
Art Director
Anne Boothroyd
Colenso BBDO
Copywriter
Simon Redwood
Colenso BBDO
Digital Designer
Ed Hackney
AIM Proximity
Digital Designer
Shanan Goldring
AIM Proximity
Senior Digital Designer
Robin Southgate
AIM Proximity
Web Developer
Cameron Crosby
AIM Proximity
Web Developer
Bruno Imbrizi
AIM Proximity
Web Developer
Matt Pickering
AIM Proximity
Group Account Director
Victoria Pether
AIM Proximity
Senior Account Manager
Ngaio Pardon
Colenso BBDO
Account Director
Karen Boulton
AIM Proximity
Account Manager
Krystel Houghton
Colenso BBDO
Account Executive
Nigel Sutton
Colenso BBDO
TV Producer
James Hurman
Colenso BBDO
Planner
Describe the brief from the client:
In New Zealand, the Yellow Pages was seen as an old fashioned book that was no longer the best place for people to find businesses. New online directories such as Google were gaining dominance. As a result of this perception, Yellow was finding it increasingly difficult to sell listings in their books. Our brief was to show that Yellow is still the best place in New Zealand to find every business you need.
Creative Execution:
This wasnв?Tt a metaphor or a nice warm fuzzy ad with great special effects. This was a single minded product demonstration. Using Yellow and nothing but Yellow was at the core of it. Every business, service and product needed to build the restaurant was found using Yellow. The businesses who helped were featured and there was a link on the site back to their business. It proved to the public that you can get any job done using Yellow and proved to businesses that it pays to be in Yellow. And we got to build something really amazing.
Describe the creative solution to the brief/objective.
Show that you can get any job done using nothing but Yellow. But we knew that building a birdbath or a garage wouldnв?Tt make people take notice. We needed a project that would capture peopleв?Ts imagination and prove that you can complete the toughest job using nothing but Yellow. So what was the job? We decided to build a restaurant. 10 metres up a redwood tree. In just 66 days. And via DR TV, Radio, Print, Billboards, DM, Banners and our website, we got people all over New Zealand and around the world following our progress.
Describe the results in as much detail as possible.
Our yellowtreehouse.co.nz site attracted over 221,000 visitors, each spending an average of five minutes.
Over 2,000 people dined at the restaurant. A further 2,000 tried but missed out.
Unprompted recall of Yellow increased by 37%.
Sales in Regional Yellow Pages Directories increased 6.7% year-on-year, with the highest increasing by 19%. (Across the board, sales in print directories are declining internationally).
Yellow online usage increased by 11% to a record 1.02 million per month in November.
Yellow book usage increased by 9.2%.
The free media coverage this generated in NZ was worth over $3.5 million.
VILLAGE WHERE NOTHING EVER HAPPENS
Type of Entry:
Integrated Campaigns
Category:
Best Integrated Campaign Led by Direct Marketing
Title:
VILLAGE WHERE NOTHING EVER HAPPENS
Advertiser/Client:
SPECIALIZED COUNCIL OF PAY TV THEMATIC CHANNELS
Product/Service:
MIRAVETE DE LA SIERRA
Entrant Company:
SHACKLETON Madrid, SPAIN
DM/Advertising Agency:
SHACKLETON Madrid, SPAIN
Creative Credits
Name
Company
Position
Juan Nonzioli
Shackleton
General Creative Director/Copywriter
Juan Silva
Shackleton
Executive Creative Director/Copywriter
Carlos Janini
Shackleton
Copywriter
Carlos Alvarez
Shackleton
Art Director
Manuela Zamora
Shackleton
Audiovisual Production Manager
Cristina Cortizas
Shackleton
Producer
Luz GonzГЎlez/Lucia Angulo
Shackleton
Account Manager
Eva GalГЎn
Shackleton
Account Supervisor
Elvis Santos
Shackleton
PR Account Manager
Lara Garcia
Shackleton
PR Copywriter
Enric Nel-Lo
Shackleton
Interactive Executive Creative Director
Xavi De La Cruz
Shackleton
Digital Copywriter
Jaume Leis
Shackleton
Digital Art Director
Carlos Wassmann
Shackleton
Digital Production Manager
Daniel Rocasalbas/Carlos Jimenez
Shackleton
Digital Programming
Joaquin Garcia Morato
Shackleton
Digital Account Manager
Marta Selles
Shackleton
Account Executive
Pablo GonzГЎlez De La PeГ+a
Shackleton
Art Director
Irene Vidal
Shackleton
Digital Copywriter
Jordi RamГ?n
Shackleton
Digital Art Director
Describe the brief from the client:
Pay TV Thematic channels have spent 20 years running advertising campaigns talking about its advertising efficiency. On 2008, they were looking for a different reaction. It was time to stop talking about efficiency and we decided to demonstrate it unequivocally through a real exercise involving four steps:
1) Choose an unknown and never-advertised-on-TV product.
2) Launch an advertising campaign only on Pay TV, with a clear call to action to the product and its website.
3) Measure variables (knowledge, awareness, traffic, sales) before, during and after.
4) Accredit Pay TV for the experimentв?Ts efficiency and announce it to the market.
Creative Execution:
The chosen product was Miravete de la Sierra: A tiny village with amiable people, on Sierra de Lastra, Maestrazgo County, Province of Teruel. Its 12 inhabitants became the stars in a real tourism campaign as if it were a much bigger and important city.
Few weeks later, Miravete became a media and tourism phenomenon, attracting various tourists and journalists.
Since Pay TV was the only media channel involved, its role was unquestionable. Subsequently, the в??Miravete Case Studyв?? was elaborated and detailed results were presented to media and advertisers in order to communicate the efficiency of Pay TV.
Describe the creative solution to the brief/objective.
We headed for a challenge: Create a different, unexpected tourism campaign.
Amidst tourism campaigns that bear a huge offer of activities, we chose to invite people to do nothing:
HERE NOTHING EVER HAPPENS
HOW LONG HAS IT BEEN SINCE NOTHING HAPPENS TO YOU?
Come to MIRAVETE
www.thevillagewherenothingeverhappens.com
Four TV Spots starred by its 12 inhabitants invited the viewers to the village and its website, which included:
a. 3D virtual tour
b. Reservation office
c. Donations: Buying tiles to restore the Church.
d. Merchandising: Doll replicas of the inhabitants, ringtones, screensavers.
e. Advergaming of the villageв?Ts most common activity: Goat milking.
Describe the results in as much detail as possible.
- Amidst the crisis, the thematic channels increased their advertising market share a 5.05% (value) and maintained its volume (seconds) against a decline of a 7,5% of general TV Stations. (Infoadex/Sofres);
- 517,000 web visits;
- Estimated Publicity: 574.540в'¬;
- Awareness: 498% increase, before 390.840, after 1.568.700 (IMOP);
- Recall: 56% (CIMEC);
- 10 times more visits than turismosevilla.org, Bilbao.net (Nielsen Netratings);
- 650 links and references (YouTube, Facebook) (Infometrics);
- The two village bed and breakfast booked solid for four months.
TRILLION DOLLAR CAMPAIGN
Type of Entry:
Integrated Campaigns
Category:
Best Integrated Campaign Led by Direct Marketing
Title:
TRILLION DOLLAR CAMPAIGN
Advertiser/Client:
THE ZIMBABWEAN
Product/Service:
THE ZIMBABWEAN NEWSPAPER
Entrant Company:
TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
DM/Advertising Agency:
TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Creative Credits
Name
Company
Position
Damon Stapleton
TBWA
Executive Creative Director
Nicholas Hulley
TBWA
Creative Director
Raphael Basckin
TBWA
Copywriter
Nicholas Hulley
TBWA
Copywriter
Shelley Smoller
TBWA
Art Director
Nadja Lossgott
TBWA
Art Director
Describe the brief from the client:
Our client, The Zimbabwean newspaper, has been driven into exile for reporting on how the Mugabe regime has rigged elections, crushed the opposition, caused poverty, disease and the total collapse of the economy. And now, having been exiled, the regime has slapped a 55% luxury import duty on the paper (as if freedom of speech is a luxury) that makes it unaffordable for the average Zimbabwean.
To get the paper into Zimbabwean hands, it needs to be subsidised, and our client can only do that by raising awareness, acquiring new customers and driving sales outside Zimbabwe.
Creative Execution:
The Zimbabwean is a newspaper that highlights the continuing turmoil in Zimbabwe. Instead of trying to explain all the problems to potential buyers of the paper we thought we'd show them a real and tangible symbol of the country's collapse - the worthless currency. To be able to casually throw away billions and trillions of dollars of currency, by handing them out and with our message stamped all over it speaks far louder than any letter or written appeal ever could.
Describe the creative solution to the brief/objective.
One of the most eloquent symbols of Zimbabweв?Ts collapse is the Z$ trillion dollar note, a symptom of their world record inflation.
This money cannot buy anything. But it can become the advertising. So, we led with a direct campaign by turning the money into its own medium by printing our messages straight onto it .We handed out flyers. We mailed bundles of cash to famous people.
Wherever the Zimbabwean was sold, we had a poster-with notes that people could detach to keep the email address.
We made murals and even the worldв?Ts first billboards out of real money.
Describe the results in as much detail as possible.
Overnight, trillions of dollars of Zimbabwean banknotes achieved what theyв?Td never been able to buy в?" real results. By sending our mailers to media personalities and by distributing flyers on the streets and having tear-off posters, we generated massive traffic and talkability.
Within days we were in the national press on national television and radio.
And then the internet discovered it and it spread across the world.
As the campaign continues, sales of The Zimbabwean continue to soar.
In the week of the roll-out alone, the website logged over 2 million hits.
We used Mugabeв?Ts own creation against him.
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